If you're not already following the Swiss watchmaker, Rolex is now on Twitter https://twitter.com/rolex

For its inaugural tweet, Rolex announced its new website Rolex.org. Rolex.org invites readers behind the Rolex crown to share its broad and diverse range of philanthropic support of education, the environment, science and the arts.

After the death of his wife in 1944 and with no heirs, Hans Wilsdorf, the founder and sole owner of Rolex, established the Hans Wilsdorf Foundation and gave all his company shares to the Foundation. Before Hans Wilsdorf died in 1960, he directed that the Foundation preserve the company he founded, that Rolex profits go to charity and contribute meaningfully to society. To this day, Rolex S.A. is owned by the private charitable trust and through the Hans Wilsdorf Foundation, Rolex remains one of the most philanthropic corporations in the world.

Skeptics may wonder whether corporations ever really live up to their big charitable promises. That question can be very hard to answer, given how opaque corporate giving tends to be. However, even a cursory review of the Rolex.org website illustrates the emphasis on substance over flash. By far, the charitable activities of the Hans Wilsdorf Foundation are more profound and far-reaching than any of today's tech giants, including Apple, which only recently ramped up its corporate philanthropy under CEO Tim Cook.

During his lifetime, Hans Wilsdorf was not only an entrepreneur, he was also known to be a quiet and discreet man. So it only makes sense that it took over 70 years for the company to fully elaborate on the legacy and profound impact of his charitable mission. The charitable activities are structured through a group of companies, including The Rolex Institute which furthers the company's charitable activities, The Rolex Mentor and Protégé Arts Initiative which supports a number of talented young artists, and The Rolex Awards for Enterprise which recognizes pioneering men and women around the world who work to make the world a better place. On their own, the Rolex Awards set the standard for corporate philanthropy.

In 2016, the Rolex Awards for Enterprise celebrated its 40th Anniversary. I first learned about the program in December 2016, when Stewart Wicht, President & CEO of Rolex Watch USA, Inc., sent me the book "Anyone Can Change Everything", detailing the inspiring stories behind 140 Laureates. I've read the book cover-to-cover, and found the accomplishments not only impressive, but also extraordinary that all these global projects were supported by the corporate philanthropy of one Swiss watch company.

In 1976, Rolex created the Rolex Awards for Enterprise program to support individuals with a passion and commitment to improve life on the planet. Over 33,000 people have applied to the program, and just 140 men and women have been selected as Laureates. These 140 Laureates advanced groundbreaking ideas in the areas of Applied Technology, Science & Health, Environment, Exploration & Discovery, and Cultural Heritage.

Perhaps what's even more remarkable, is that the Rolex Awards for Enterprise do not recognize anyone's past accomplishments. Rather, the program provides seed funding for an inspired idea with potential to improve the future; a living project that can meaningfully impact a community, society or the world. An endorsement from Rolex brings that project the type of global attention and support to accomplish remarkable ends. The program has supported a variety of Laureates, ranging in age from 24 to 74 years old, including physicists, primatologists, engineers, sociologists, wildlife biologists, microbiologists, medical doctors, educators, and others.

Laureate Alexis Belonio developed a rice husk gasified stove in 2003

Alexis Belonio invented a low-cost and environmentally friendly rice husk stove. By converting waste rice husks to gas, the stove offers a safe, healthy, affordable solution to the needs of two billion people who subsist on rice. Belonio shared his invention for free throughout the Philippines, Indonesia, Vietnam, Cambodia and India.

The Qdrum has saved millions of lives since it was designed in 1993

Hans Hendrikse invented the brilliant "Q Drum", a hollow wheel that enables poor families to roll potable water. The sturdy Q Drum holds about 20 gallons in a rolling container and eases the burden of transporting safe, potable water to rural African villages that are often many miles away from a reliable water source. This task mostly falls to women and children, and the Q Drum has saved millions of lives.

The Soft Exosuit restores mobility for those with physical disabilities & injuries

Biomedical engineer Conor Walsh designed a soft robotic exosuit for stroke victims to teach damaged nerves, muscles, tendons and joints to work again. The wearable garment combines lightweight textiles with robotic technology to help people with physical disabilities, the elderly, and even injured athletes.

The CardioPad heart monitoring tablet produces EKGs in 20 minutes

When young engineer Arthur Zang noticed there were not enough cardiologists in Cameroon, he invented the "Cardio Pad", a low-cost mobile heart monitor that communicates electrocardiogram data via internet to various heart surgeons throughout the country. The appropriate surgeon can then offer professional advice on the proper procedures and save much time and resources in treating a heart condition even in the most remote regions of the country.

PEEK is a smartphone eye exam tool to prevent eye disease

Eye surgeon and public health doctor Andrew Bastawrous pioneered "PEEK" (Portable Eye Examination Kit), a portable eye test kit used on a cellphone to screen and diagnose common eye diseases. Peek allows non-medical users to test for visual acuity, scan for disease and transmit the results to an opthalmologist who can evaluate and diagnose the proper treatment. Peek is being used in Kenya, Botswana, Tanzania, Ethiopia and India, including remote regions where access to eye care had never been available.

These Laureates are protecting the environment, preserving culture and benefitting the lives of millions of people around the world. The winners are chosen by a jury of international experts, such as astronaut and oceanographer Kathryn D. Sullivan, astrophysicist Neil deGrasse Tyson, volcanologist Haroun Tzieff, explorer Sir Edmund Hillary, editor Gilbert Grosvenor, Nobel Laureate Stefan Hell, and numerous other outstanding personalities.

It's timely that Rolex should launch Rolex.org during the holidays. Not only does the website highlight all the good accomplished by the Hans Wilsdorf Foundation, but perhaps it will inspire business and personal philanthropy throughout the world.